Recently there has been a lot of hype in blogs and news stories about out-of-home screens as the next best marketing tool.
IÃ¢â‚¬â„¢m not sold.
Now, television screens showing news are always appreciated. I absolutely love the TV screens in our universityÃ¢â‚¬â„¢s Atrium, because despite the fact that IÃ¢â‚¬â„¢m usually running through the area, I can always check to see if thereÃ¢â‚¬â„¢s a national emergency. I also have to watch TV in the gym, because otherwise I wouldnÃ¢â‚¬â„¢t stay there very long.
Traveling in and around London last summer brought me face to face with the very handy and attractive BBC news screens on the trains as well. As a new arrival in the city, current events, weather reports and highlighted attractions were much appreciated.
A few weeks ago, however, I noticed the blaring television screen installed above my gas station pump in Chicago Ã¢â‚¬â€œ something we do not have in our college town, and something which was entirely ineffective as I was in Chicago and the last thing I wanted to do was stand outside in the freezing cold.
In my opinion, this is the central problem with touting out-of-home TVs as the next best thing Ã¢â‚¬â€œ life just gets in the way. I do look at TVs when IÃ¢â‚¬â„¢m running around doing my daily errands but IÃ¢â‚¬â„¢m inevitably concentrating on what IÃ¢â‚¬â„¢m doing and not on what IÃ¢â‚¬â„¢m watching. This goes for TVs in restaurants, doctorÃ¢â‚¬â„¢s offices, and the mall among others. I know the TVs are there, but I donÃ¢â‚¬â„¢t remember what was on them. That's why this marketing tool is not as effective as some believe it to be.